The Organized UI: Prioritizing Content Through Visual Hierarchy

When planning out an interface with any amount of information, there is content, in both visual and contexual format, that must be organized for the maximum user experience. Using type, color, contrast, shape, placement and scale, among other layout qualities – a designer can organize elements on a page so that users gets a sense of visual importance – leading them to a greater chance of engagement.

With the great deal of weight placed on user experience and pathways today, visual hierarchy can be a great instrument in the toolbox of a ui designer and site owner. Both content creators and designers must align to create a strategy for prioritizing their content.

Benefits of Using Visual Hierarchy

  • Hierarchy guides the user from one element to the next, ideally in a flow that corresponds to the content’s message.
  • Creating a visual hierarchy provides a bird’s eye view on how to design so that users engage with your site in an optimal matter.
  • Through the greater prioritization of content and image, visual hierarchy will offer greater comprehension, communication and conversion all around.


Implementing Visual Hierarchy

  • If content is the most important part of the page, don’t create elements that draw attention away from it.
  • Make certain that the UI is separate enough from the main body content and doesn’t blend in with something else on the page like a footer.
  • Determine where the audience should be directed first. Bring initial attention to this spot and identify calls to action or next steps.
  • Allow the main element to resonate. Don’t place visual importance on too many elements, or the whole interface will become overwhelming.
  • Make the calls to action such as navigation, forms, contact information easily accessible to the user so they can get their tasks accomplished as quickly as possible.

Through the use of visual hierarchy, the overall usability of a site is increased bringing a range of benefits from SEO optimization to heightened conversion. Taking the time to align assets with an organized layout strategy creating user pathways is the ideal route to take when embarking on a new site initiative or redesign.

Versions Collective

The VERSIONS™ collective is a firm-wide collaborative design project. Our team designed compiling thoughts, perspective and ideas on the current creative and digital landscape. We are visual storytellers & believers of the power of design in both print and digital.

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